It’s official: LinkedIn has rolled out its own feed for short-form videos! Once an online space catering to job searches and professionals, LinkedIn is now making moves to compete with other apps by offering a more engaging, video-friendly experience for users to scroll and enjoy. 

Presently, the platform is pushing accounts that are embracing this new feature, making it a perfect time to dive in. In this article, we’ll break down what publishers need to know about LinkedIn’s video feed and share strategies for integrating it into your current content plan.

Doesn’t LinkedIn already support videos? 

While videos are not new to this space, introducing a new video feed marks a significant shift in sharing videos on LinkedIn.

Users have always been able to upload videos to their accounts in different formats, and they still can. However, LinkedIn’s video feed is designed explicitly for creators who focus on video content for the bulk of their content. With features that mimic Instagram and TikTok’s feeds, LinkedIn can offer the same captivating content in a dedicated space. 

For publishers, the video feed makes it easier to implement storytelling techniques across multiple videos to keep audiences captivated. We talk more about how to use storytelling in content marketing if you need a refresher. 

What to know about LinkedIn’s video feed

It’s not clear if LinkedIn’s video feed is here to stay. The platform is still experimenting and weighing the value of this type of video content on its site. However, while it’s here, it wouldn’t hurt to try your hand at grabbing the attention of some new audience. Here’s what you need to know. 

Dedicated video feed tab

Users can access LinkedIn’s immersive video feed by tapping the ‘video’ icon in the menu bar at the bottom of the screen. Don’t see this icon yet? While most users do have access, the feature is still rolling out. Be patient!

Endless scrolling 

There’ll be no end to the amount of videos you can scroll through with LinkedIn, with an endless scrolling feature similar to other platforms. The algorithm that generates content for users will operate a bit differently. We’ll talk about that a little later on. 

Videos for your feed

Much like TikTok, LinkedIn users will be able to access videos that are strategically chosen for them based on the algorithm. You can find this at the app’s top when first logging in. This helps the platform funnel content to the right audiences. 

Viral potential

Even though LinkedIn has been around for a while, the new video feed allows accounts to go viral while it’s still rolling out. We don’t normally encourage publishers to focus on viral content. Viral posts are fun and can result in a quick rise in new followers and engagement that doesn’t help in the long run. 

More tips for success on LinkedIn

Here are a few more tips for success using LInkedIn’s video feed.  

• Use aesthetically pleasing styles. LinkedIn users are being drawn to aesthetic videos. These have not always been the norm on the platform but are performing well over “talking head” videos, where someone is just looking at the camera and talking. 
• Dimensions are important. Videos that can be landscape, portrait, or square footage are still allowed, but for the most aesthetically pleasing videos, stick to a 9:16 dimension similar to other platforms. 
• Write valuable text. Captions are more important than ever on LinkedIn videos. Users really find value in the written word, so don’t forget it!
• Repurpose content. Because LinkedIn users prefer video styles popular on TikTok and Instagram, this will make it easier for publishers to crosspost and repurpose content.

Differences from other platforms

LinkedIn users are slightly different from average social media users; you can expect LinkedIn’s video feed to be a bit different, too. While recirculating videos from other platforms are recommended, remember you’re approaching a new audience. The algorithm still prioritizes popular videos, but the signals to trigger the push differ. 

On most platforms, engagement is key. Likes, comments, and engagement push videos to the forefront. On LinkedIn, however, this type of engagement doesn’t seem to be what’s making videos popular. Watch time appears to be the most popular metric. The more users watch your videos, the better they perform. 

If there is engagement on LinkedIn video posts, it’s more linked to the caption of the video than the video itself. Publishers should focus just as hard on creating engaging captions for their videos as they would on the videos themselves.

New video opportunities for publishers

LinkedIn videos could offer some real benefits for publishers, including tapping into new audiences on an app they already use. If you stick to the basics of creating high-quality video content, your videos should perform well in this space. We’ve got more tips on creating compelling short-form video content that can help you get started with your LinkedIn videos. 

Need help integrating your LinkedIn videos into your current strategy? We’ve got you covered. Reach out with any questions about automating your social media management and centralizing your content in one place.